The Red, Blue and Green sealants sit side by side. The colors make them easy to tell apart, but what people actually need to know is which one fits their tire, so the instructions and dosing information are linked right next to the products.

Some of the most useful pages have plain names: sealant instructions, tube-tire troubleshooting, Bead Buddy instructions. People come back to those with a tire in front of them, so I treat them as part of the store.

The range also covers tire-mounting products, a small pump, Onewheel accessories and clothing. Someone looking up application steps and someone browsing shirts are on different errands, so the menus and product groups keep them apart. The story, riding photographs and videos sit alongside the catalog, because the products came out of riding and working through tire problems.

I work on the Shopify theme, the product information and how the brand is presented, and the public store and the newer design work are at different stages. Being this close to the products helps. A label has to be readable in a small photograph, and a question customers keep asking is usually a sign that an instruction page needs work.